If you’re a guy who puts your “bros” above everybody else, the Pepsi Max Australia ‘Top Mates’ challenge is the perfect way for you to capitalize on that.
The Pepsi Max Australia ‘Top Mates’ challenge is an online social media campaign targeted at males in their 20s. Created in conjunction with advertising agency Clemenger BBDO Sydney, it asks men to visit the Pepsi Max Australia Facebook page and download a smartphone app that will allow them to imitate “bro-fists” at check-ins, says Popsop. Users make their own “bro profile,” add their friends (those with whom they typically hang out), and then use the bro-fists to earn points and badges for spending the most time with their friends. Participants who check-in the most—i.e. those who spend the most time with their buddies—get a chance to win a $30,000 “bro-cation.”
Key Themes Behind This Trend
- Social Media Challenges for Men
- Brands can create online social media campaigns, like Pepsi Max's 'Top Mates' challenge, targeted at males in their 20s to capitalize on their love for 'bro-mance.'
- Gamification for Online Engagement
- The use of badges and points, similar to Pepsi Max's 'Top Mates' challenge, can be incorporated by brands in their online engagement strategies to promote online participation and loyalty.
- Friendship-based Marketing
- Friendship-based marketing, as demonstrated by Pepsi Max's 'Top Mates' challenge, can be a disruptive marketing approach that focuses on social interactions and relationships rather than just direct product promotion.
Where This Applies
- Beverage Industry
- Beverage brands can leverage social media platforms and create campaigns that promote their products through friendship-based marketing, similar to Pepsi Max's 'Top Mates' challenge.
- Technology Industry
- Technology companies can develop apps that gamify social interactions, like the bro-fist check-ins in Pepsi Max's 'Top Mates' challenge, to create engaging experiences for users and enhance social networking.
- Advertising and Marketing Industry
- Advertising and marketing agencies can implement friendship-based marketing strategies, such as Pepsi Max's 'Top Mates' challenge, to create engaging and memorable campaigns for their clients and drive brand awareness and loyalty.
